Tracking: UTM parameters rarely pasted to UTM contact properties via API integration
Hi community,
I'm facing the following tracking issue. Hope you could help me.
My SaaS is accessible via free trial on my website. Free trial signup is not a hubspot form, rather it is my own form. My form retrieves UTM parameters appended in the URL and then my API integration runs a 'contact update call' on hubspot to fill in the UTM contact properties that I created (as suggested in a thread in this community).
I made some entry tests and it works: UTM parameters appended in the URL are pasted to the UTM properties on the contact created in hubspot.
However, when I look at aggregated data on a long time span, the number of conversions from a specific UTM reported by my website analytics provider do not match the number of contacts created in hubspot from that same UTM.
Therefore, there must be some occasions in which UTMs are not pasted to contact properties.
Is this happening with a marginalized attributiion gap or large number?
If the attribution gap is in large percentage, then it could possibly be one these:
1. Timing issue: Meaning, Contact got created before UTM-grabbing script runs or before your API call finishes. As this some time also happens in direct hubspot form submission, when sometime original source gets recorded in Latest Source and Direct gets attributed in Original Source.
2. Analytics platform tracks and count every visit/conversion while HubSpot only logs UTMs when a contact exists. Even anlytics can add the count for existing contact and Hubspot possibly add this is latest source.
3. Consent: If user blocks cookies or tracking scripts or accept particular consent type, in that case Analytics might possibly track the user but it won't reach in Hubspot.
4. Sometime UTM even break, so you might possibly check if the UTM is getting carried over in the user's journey.
5. DIfferent Device or Browser can also make increase this attribution gap.
6. DIrect traffic: If the user is coming directly so it might not have any UTM parameters
However, if you're trying to reach 100 percent accuracy in Analytics platform and Hubspot for Attribution reporting, that seems incredibly hard due to the reason listed above, there could be more possiblities.
Hope this helps, if it does then help the community by marking it as a solution.
